COACH x MAD PARIS

Coach Went MAD

Collaborative Final Project for Fashion Communication Summer Intensive, Parsons Paris
June 2024

The Brief

Introduce Coach’s Coachtopia line to Paris in a way that feels culturally credible, high fashion, and unmistakably Coach. Establish Coachtopia not as a diffusion line, but as a progressive luxury platform rooted in experimentation, circularity, and creative reinvention.

The Insight

Paris does not respond to sustainability statements. It responds to craft, intention, and concept.

For Gen Z tastemakers and fashion insiders, sustainability only feels luxurious when it is treated as design, not messaging. Reuse becomes desirable when it looks obsessive, intentional, and art-driven. The most exciting luxury today comes from transformation rather than newness.

In Paris, the future of fashion must look considered, not corrected.

The Idea

Coach Went MAD is an invitation only Paris fashion event in partnership with MAD Paris that introduces Coachtopia through the lens of art, obsession, and transformation.

Hosted like a private fashion world moment, the event unveils one of a kind Coachtopia bags reworked using archival watches, jewelry, and found objects curated by MAD Paris. Each piece embodies Coachtopia’s commitment to circular design by turning existing materials into collectible works of fashion art.

Guests experience the line not through retail, but through curation. They do not shop. They witness.

A garden party gathering in the evening sunlight with elegant guests mingling among decorated tables and blooming flowers in front of a grand historic building, with bubbles floating in the air.
A strip of photo booth images featuring a young woman with pink hair and a brunette with a checkered handbag, against a pastel purple background.
Close-up of a pink textured handbag with a colorful beaded strap and keychain hanging from it. The background is pink with some clouds.
Close-up of a person's mouth showing white teeth with decorative rhinestone and colored studded lip piercings on the upper front tooth.
A red makeup palette case with a gold letter 'C', situated next to an open eyeshadow palette labeled 'The Mad Edit' and displaying a collection of eyeshadows in a variety of neutral and warm shades.
Close-up of a red Coach handbag with gold hardware and a matching red lipstick keychain that has a gold 'C' emblem, with a small red coach case in the background.

Ambassadors & Guest List

  • Ariana Greenblatt

    (Actress)
    AMBASSADOR

  • Lil Nas X

    (Musician)
    AMBASSADOR

  • Elaine Welteroth

    (Journalist & Former Teen Vogue Editor-in-Chief)
    AMBASSADOR

  • Jeanna Damas

    (Rouje Founder & Creative Director)
    AMBASSADOR

  • Blake Lively

    (Actress)
    AMBASSADOR

  • Stuart Vevers

    (Coach Creative Director)
    AMBASSADOR

  • Sarah Jessica Parker

  • Bad Bunny

  • Nicole Wallace 

  • Olivia Rodrigo

  • Storm Reid

  • Koki

  • Omar Sy

  • Lola Tung

  • Chiara Ferrigne

  • Serena Williams

  • Bella Hadid

  • Vanessa Paradis

  • Lily-Rose Depp

  • Selena Gomez

  • Charli XCX

  • Negin Mirsalhe

  • Camila Coelho

  • Conan Gray

  • Johanna Ho

  • Chappel Roan

  • Kim Seonho

  • Ashtin Earle

  • Sabina Socal

  • Victoria Monet

  • Bruna Marquezine

  • Yug Yeom

  • Sabrina Carpenter 

  • Barry Keoghan

  • Camila Mendes

  • Sarah Marie Day

  • Andrew Day

  • Holley Kelsey

Press release document announcing the COACH WENT MAD event on August 25, 2024, celebrating collaboration between MAD Paris and the Coach Foundation's Dream It Real program, with details of the event's features and goals.
A printed document on a pink and light green gradient background, detailing a partnership campaign between Coach New York and MAD Paris, including company overviews, campaign goals, influencer expectations, branding, and social media information, with signatures and logos at the top.

Reflection

Coach Went Mad was the final project for my Parsons Paris summer intensive, and it became one of my favorite creative risks. This project taught me how to take a familiar luxury brand and reimagine it with a completely new attitude. My partner and I spent weeks researching Coach and MAD Paris and exploring how to push their identities into something campy, fun, and future-forward. While we both developed the strategy and copy, I led the creative direction and overall guest experience.

June 2024